eBay 201: Making Your Business Bigger, Bolder and Bad Ass!

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How to scale your business to new heights with eBay. Moving from 101 to 201 lessons in ecommerce from John Lawson of ColderICE.com. This was done at the eBay Radio Event in Las Vegas

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eBay 201: Making Your Business Bigger, Bolder and Bad Ass!

  1. 1. eBay 201: Beyond The Old School<br />Making Your eBay Business <br />BIGGER, BOLDER and Bad A$$ <br />
  2. 2. Who are you dude?<br />
  3. 3.
  4. 4.
  5. 5. A Social Media Experiment<br />WOULD YOU LIKE TO PARTICIPATE?<br />#ICENotes<br />LIVE OR Replay, PLEASE DO IT!<br />
  6. 6. Please Hold Your QuestionsTill The End<br />???<br />
  7. 7. Who’s in the room?<br />Unique or. Multiple <br />Time on eBay platform<br />Soloprenuer or Organizations<br />eBay only or Multi-channel<br />Facebook or Twitter<br />Website<br />Paid Advertising<br />
  8. 8. Who this talk is NOT for…<br />
  9. 9. Content with “old way”<br />Not open to new ideas<br />He’s been on eBay since it was AuctionWeb so he “knows everything”<br />Prefers to complain<br />Spends most of his day on chat boards and blogs instead of workingon continuous improvements<br />
  10. 10. Disclaimer:Vintage and Collectables<br />I’ve never done that<br />Its not my background<br />Adapt some of the principles<br />Take what you want and leave the rest<br />
  11. 11. In the beginning…<br />
  12. 12. eCommerce Stats<br />
  13. 13.
  14. 14.
  15. 15.
  16. 16. The world of eCommerce is enormous!<br />
  17. 17. That’s Me<br />
  18. 18. Time to grow up<br />Competition<br />eBay Changes<br />Industry<br />Economy<br />
  19. 19. Can You Handle The Truth?<br />Explore new ideas<br />Discover opportunities<br />Investigate facts<br />Prepare for some discomfort<br />One dude’s story<br />
  20. 20. The System at 30,000 ft.<br />Meet<br />Lead<br />Needs<br />Achieve<br />To Maximize<br />
  21. 21. Goals<br />Conversion<br />Order Size<br />SEO (Best Match)<br />Efficiency<br />Branding<br />
  22. 22. Content<br />Editorial (Descriptions)<br />UGC – User Generated Content<br />Better Photos<br />Product Data<br />Branding<br />
  23. 23. Infrastructure<br />Storage<br />Management<br />Collaboration<br />Syndication<br />Localization<br />
  24. 24. Operations<br />Scalability<br />Flexibility<br />Extensibility<br />
  25. 25. Results<br />Revenue (R.O.I)<br />Globalization<br />Cost - Efficiency<br />Product Data<br />Leverage<br />
  26. 26. Study the 1%<br />Who should we watch?<br />Study the best<br />Ignore the stunned, unhealthy, immature<br />
  27. 27. Ecommerce Best Practices<br />Grab a pen and paper<br />Watch the next few slides<br />What do you notice about them<br />What is similar?<br />What is different?<br />Just some quick notes…<br />
  28. 28.
  29. 29.
  30. 30.
  31. 31.
  32. 32.
  33. 33.
  34. 34.
  35. 35.
  36. 36. What did you see?<br />
  37. 37. I saw…<br />Simplicity<br />White space<br />Short descriptions<br />Capitalization<br />No keyword stuffing<br />“Floating” photos<br />Drama free terms <br />
  38. 38. Going…<br />
  39. 39. And going…<br />
  40. 40. K.I.S.S.Keep It Simple and Spectacular<br />
  41. 41. Q&A pages in store<br />
  42. 42.
  43. 43.
  44. 44.
  45. 45. Clean Up the Pictures<br />
  46. 46. Expensive?<br />Not at all<br />Go to the hardware store<br />Get clear white lights<br />NEVER use flash<br />Bounce the lighting<br />Add more light <br />
  47. 47.
  48. 48. Taking picture is 25%<br />
  49. 49. The real heavy lifting is photo processing<br />
  50. 50. http://www.faststone.org/FSResizerDetail.htm<br />
  51. 51. www.Gimp.org<br />
  52. 52. Be Responsible<br />Our Goal<br />Begins at payment<br />Trusted me<br />Paid me<br />Expect to get it<br />
  53. 53. Not the end<br />
  54. 54. Beyond Delivery…<br />
  55. 55. Satisfaction<br />
  56. 56. Personally<br />Professionally<br />Culturally<br />Customer<br />Employees<br />Myself<br />
  57. 57.
  58. 58. Our Results<br />
  59. 59. American Express TV Feature<br />
  60. 60. Mezlow’s Hierarchy<br /><ul><li>A theory in psychology
  61. 61. Proposed by Abraham Maslow in 1943
  62. 62. Theory of Human Motivation</li></li></ul><li>ColderICE’s Hierarchy<br />Top Rated (cause I know it)<br />Achievement (Goals)<br />Networking<br />Education / Resources<br />Fiduciary Our Need<br />
  63. 63. Paradigm is Prejudice(caution: its about to get bumpy)<br />
  64. 64. The reach of is enormous6x larger than the nearest competitor<br />
  65. 65. Stop it!<br />
  66. 66. Use CustomerAnalytics<br />The more you know the more you sell<br />
  67. 67. Tools for Results<br />eBay Store Reports<br />
  68. 68. Tie Technology to Simplicity<br />Simplify <br />Automate<br />Duplicate <br />
  69. 69. Simplify Everything<br />
  70. 70.
  71. 71.
  72. 72. The 3 Deadliest eBay Seller Sins<br />
  73. 73. #1 - Stop lusting for the top position<br />
  74. 74. The more clicks the better<br /><ul><li>High CTR and low conversion
  75. 75. Stop keyword stuffing
  76. 76. Target to improve quality scoring
  77. 77. NEVER Blackhat SEO</li></li></ul><li>Don’t over simplify Best Match<br />Relevant Title<br />Item Specifics and Catalog Adoption<br />Recent Sales and Conversion Rate<br />Ending Time<br />Variation Style Listings<br />Seller Rating and Performance<br />Item Price plus Shipping Costs<br />Boxers or Briefs (temporary and complex algorithm)<br />
  78. 78. #2 - Holding buyer feedback hostage<br />
  79. 79. Leave Feedback First<br />Increases you averages<br />Encourages positive feedback<br />Resulted in .1% increase in DSR score<br />Do not set policy around the immature<br />99.9% of it is true<br />It’s business not personal <br />
  80. 80. #3 – These are my customers<br />
  81. 81. Play you position<br />I don’t own the restaurant<br />I am not the cook<br />I am not the maitre‘d<br />Focus on service<br />Make them want to tip<br />Ask for me when you come back <br />
  82. 82. Deva’s Bubbles<br />
  83. 83.
  84. 84. ColderICE.com<br />Email: John@ColderICE.com<br />Twitter: @ColderICE<br />Facebook.com/ColderICELinkedin/in/ColderICE<br />The Atlanta eBiz Group<br />eCommerceMeetup.com<br /> John Lawson<br />CEO 3rd Power Outlet<br /> Founder ColderICE.com<br />

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